Samsung Home Appliances is to sponsor Channel 4, More 4 and UKTV's Good Food shows for one year in a seven-figure deal. It is said to be Samsung’s biggest ever investment in TV sponsorship. The partnership launches tonight with idents around Travel Man, a new Channel 4 series fronted by Richard Ayoade, the comedian. The idents have been created by Cheil and promote the range of appliances that Samsung offers.